The Text Analytics Market(s)
Where semantically
-
aware technologies play a role
by
Curt A. Monash, Ph.D.
President, Monash Research
Editor,
Text Technologies
contact@monash.com
http://www.monash.com
http://www.texttechnologies.com
8 linguistics
-
based businesses
Web search
Public
-
facing site search
Enterprise search & knowledge management
Custom publishing
Text mining and extraction
Spam filtering
Voice recognition and NLP
Machine translation
Web search
Giant oligopoly
Startups aren't gaining traction …
… and neither are leaders’ whizz
-
bang features
Three kinds of search
Navigational
Innovation = Maps, part
-
of
-
page smartness
Informational
Innovation is scattershot …
… because people are content with how this works
Transactional
Big bucks
Big adversarial information retrieval problem
Semantics isn’t the issue
Web search vendor issues today
Physical efficiency
Adversarial information retrieval
Monetization
Regulation
Branding …
… none of which are about semantics
Future web search issues
Better popularity metrics
Better use of context (tagging helps)
Geography/geocoding!!
Sub
-
page retrieval (tagging will be huge)
Looking through security barriers
Better UIs (Clusters/facets? Voice?)
Finally a role for sophisticated semantics!
But how good does the technology have to get before
people care?
One
-
size
-
fits
-
all enterprise search failed
Overreaching had a lot to do with that
E
-
commerce search isn't general search
Text mining isn't search (or clustering)
Custom publishing isn't exactly search
Public
-
facing site search
It has dual goals
What the user actually wants
What you want the user to see
E
-
commerce and general search are separate
businesses
E
-
commerce = province of smaller vendors
General = province of search, portal, or CMS vendors
Hand
-
tagging is key …
… or else generic Google is usually superior
Role of sophisticated semantics starts and usually
ends w/ hand tagging
Many reasons to buy true enterprise search
General productivity
Sure beats looking through file cabinets
“Wouldn't it be nice if ...”
KM dreams
Compliance
“Thou shalt …
Search specialized external databases
Medline
News/National intelligence
Taxonomies and RDF both play well here
Bollixed enterprise search market landscape
Multiple generations of vendors flamed out
Verity
Excalibur (endlessly backed by Allen & Company)
Fulcrum et al.
FAST
Market dynamics are screwy
Google has brand name, ease of installation
Microsoft, Oracle, SAP, and Autonomy are all confused
Small vendors are ... small
Products are sold for inappropriate apps
Compliance is driving demand
Facets and clusters are popular
Kinds of enterprise search
Find a specific document
Find an answer
Find ALL documents
Find an expert
Semantic technologies could help with all of those
Technical challenges in enterprise search
Documents may not exist
Many formats
Corpus weighting
No good popularity metrics
Security
Ease of adoption
The problem isn’t
just
insufficiently good semantics
Custom publishing
More precise than search
Sophisticated extraction
Focus on document
parts
Started with technical publishers (and intelligence)
Expanded to
Other technical documents
Other publishers
Semantics is central to this market
This is one of the top application areas for extraction
Text mining
Really about sophisticated extraction
Apps and verticals mirror data mining
The action is in sentiment analysis ...
... and ease of use
Otherwise the industry seems tired
The original text mining apps: Early warning
Source: July, 2006 post on
Text Technologies
Vehicle safety
Other manufacturing/warranty analysis apps
Reputation management
Other customer sentiment apps
Anti
-
terrorism
Sarbanes
-
Oxley compliance
(continued …)
More early warning
(… continued)
Antifraud
Stopping money laundering
Clinical applications (some)
Early insurance risk management apps
Early experimental hedge fund apps
Employee (dis)satisfaction (missing from the
original list)
Customer/market intelligence
Now drive text mining growth
Internal Voice of the Customer came first
Voice of the Market has blended in
Sales, buying, and delivery practices are in line
Departmental buying
SaaS delivery
Many vendors focus(ing) on this segment:
Attensity
Clarabridge
SAS
SPSS
Expert System S.p.A
Three ways to use text mining/extraction
Business intelligence
Reports, dashboards
Attensity, Clarabridge
Predictive analytics
Data mining
SAS, SPSS
Custom publishing
nStein et al.
Lots of partnerships
Linguistics all the way down
In this market, semantics
is
central
Sophisticated taxonomies
Sentiment extraction!
Syntax is often important too
Six trends that could shake up the market
Web/enterprise/messaging integration
BI integration
Universal message retention
Portable personal profiles
Electronic health records
Voice command & control …
… and semantics plays (or should play) a big role in
all of them.
Further information
Curt A. Monash, Ph.D.
President, Monash Research
Editor,
Text Technologies
contact@monash.com
http://www.monash.com
http://www.texttechnologies.com
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